Indigenous Islamic Food: An Ideal Product Innovation for Creativity in Cultural Tourism: A Case Study Khao Tung Pla (Thai Crispy Rice Crackers with Anchovies)

Nopparat Boonpienpon, Thirachaya Maneenetr, Phitak Siriwong, Donruetai Kovathanakul


This article offers a critique of indigenous food which has the potential to add many benefits and much creativity to cultural tourism. Food is one of the four requirements for human survival. The tourism industry is that in which tourists partake in the local food produce. The World Tourism Organization (UNWTO) forecasts the growth of the tourism industry by the year 2030 to reach 1.8 billion international tourists globally. The UNWTO further points out that most popular tourist places will specifically be those of the Asia and Pacific regions. Thailand is considered one of the most popular countries within a popular continent; however, the significant task of tourism in Thailand remains as to how to attract greater numbers of international tourists to the country. This leads us to one of the activities in which all tourists partake during their trips to Thailand, namely eating. Hence, food is an alternative tourist activity with which to specifically attract tourists. This is especially the case for indigenous food which can be presented from its cultural aspect, in addition to it being an exotic and authentic experience for visitors. This article emphasizes the indigenous food in the Andaman region of Thailand where the cuisine is mostly local Islamic food. This food is that produced by the native people in an area well-known for its Muslim community. Therefore, the local cuisine is not only presented as a food product, but also as an integral part of the culture of the native people. In other words, this local Islamic food could present the international tourist with the culture of the locals, their way of life, and the uniqueness of Thai identity through the consumption by tourist themselves.

DOI: 10.5901/mjss.2015.v6n5s2p445

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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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